(Note: I’m IABCLA's vice president of operations, and I often post updates on chapter happenings.)
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 IABCLA held a professional development function — “IABCLA Case Study: How to Entice a New Audience to a Traditional Treasure” — in partnership with the IW Group on April 11 at IW’s office in West LA.
The agency’s Lauren Alvermann, Eljay Feuerman, and Annie Zhao presented their successful campaign for the Los Angeles County Arboretum and Botanic Garden Magical Lantern Art Festival held between October 2018 and January 2019. The arboretum was filled with dozens of enormous glowing lanterns that included dragons, pandas, and flowers. Guests also enjoyed live performances by dancers and acrobats and sampled delicious cuisine. The venue is a 127 acre arboretum, botanical garden, and historical site in Arcadia. Attendees of the case study learned about IW’s integrated advertising and public relations initiative — videos were shot, radio spots were recorded, ads were placed, articles were written, signs were installed, and influencers were asked to influence. The result? The happening sold 153,000 tickets, garnered 133 million media impressions, and received 277,000 social media imprints — all of this far exceeded initial goals. “Congratulations to the IW Group!” said IABCLA’s Vice President Jenny Matkovich. “On behalf of the chapter, I want to thank them for sharing their amazing work and for being such gracious hosts. We look forward to collaborating with the firm again, and we wish them continued success as they begin preparations for the next festival." (Note: I’m IABCLA's vice president of operations, and I often post updates on chapter happenings.)
The “speed mentoring” format allowed the students to seek advice from multiple people. They queried the professionals on various topics, including career paths in the communications field, qualities recruiters seek in candidates, and the current landscape for comms roles in Southern California.
Grant Wright, CEO at (W)right On Communications, was one of the mentors. He enjoyed taking part, and he described his conversations with this next generation of communicators as “vibrant and engaging.” Vinisha Kothari, head of the USC IABC chapter, coordinated the happening. She was also pleased by the success of the gathering and that meaningful connections were formed. “Thank you to everyone who helped make this event happen, especially our wonderful mentors who volunteered their evening to share their wisdom,” she said. “When I became president of the USC IABC chapter, I knew my priority would be to set up a mentorship program — I was introduced to IABC through a mentor who has been instrumental to my success in my career and education, and I wanted to make sure other students had similar opportunities.” (Note: I’m IABCLA's vice president of operations, and I often post updates on chapter happenings.) |
AuthorI'm Eli Natinsky and I'm a communication specialist. This blog explores my work and professional interests. I also delve into other topics, including media, marketing, pop culture, and technology. Archives
March 2023
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